High-Definition (HD) TV is this single biggest revolution to hit our screens since colour. The battle of the flat screen brands was further fuelled by the first HD football World Cup and the launch Sky’s new HD channels, all key motivators for those all important early adopters. With the stage set the last thing you need is a crisis that strikes at the very heart of your products. GH persuaded Pioneer not to resort to the usual holding statements but to tackle the problem head-on through social media. The result was that for a programme costing less than €30,000 Pioneer, a company with revenues of €58 million, contained the crisis online, protected its reputation and stopped a potentially explosive issue escalating out of control.
· Ahead of its time, Pioneer has been selling high definition plasmas since 2004 to a loyal group of tech-savvy, early adopter, professional consumers
· Pioneer plasmas are known in home cinema circles for their exceptional picture quality. The company's customers are loyal to the brand and as such tend to replace their Pioneer plasmas with subsequent generations
· In July 2006, Pioneer contacted GolinHarris (GH) after a journalist from weekly electronics trade title, ERT Weekly, alerted them to a growing number of posts that were appearing on audio visual forums in the